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The effect of benign and malicious envies on desire to buy luxury fashion items

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  • Loureiro, Sandra Maria Correia
  • de Plaza, Maria Alejandra Pinero
  • Taghian, Mehdi

Abstract

This study explores consumers’ desire for purchase of luxury fashion motivated by envy. Strong benign and malicious envies are psychological forces leading to action in various human endeavors including the purchase of products. Luxury fashion purchase and use in social settings motivated by envy is an attempt by some consumers to demonstrate social status and to claim success by targeting, matching, or exceeding the envied others. The conceptual models developed to guide this study enable comparing the influences of benign and malicious envies through the processes of admiration, affiliation and moral disengagement leading to the desire to purchase luxury fashion. Data collected from 202 shoppers in a mall intercept in Lisbon indicate that benign envy, as compared to malicious envy, is a stronger predictor of desire to purchase luxury fashion items and is a motivation to improve social image, project success and allow positive comparison with the desired social status. Theoretical and managerial implications are discussed.

Suggested Citation

  • Loureiro, Sandra Maria Correia & de Plaza, Maria Alejandra Pinero & Taghian, Mehdi, 2020. "The effect of benign and malicious envies on desire to buy luxury fashion items," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918304132
    DOI: 10.1016/j.jretconser.2018.10.005
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    Cited by:

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    3. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Feng, Wenting & Yang, Morgan X. & Yu, Irina Y., 2023. "From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases," Journal of Business Research, Elsevier, vol. 165(C).
    5. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.

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